The IAB is only as strong as its members.
We’re delighted to congratulate Time Inc. for being the inaugural member of the month. Time Inc. was selected because they have taken full advantage of learning to leading opportunities, ranging from leading conversations on the Programmatic Council to attending educational IAB webinars.
Below, we interviewed those leaders and learners to hear their perspective on what is going on in digital advertising and their experience with the IAB.
What does your company do, and specifically how does it serve the digital ecosystem?
Dan Realson, VP Digital Sales, Time Inc.
Time Inc. is first and foremost a storyteller. From desktop to mobile, from video to social, our diverse portfolio of brands engages 83 million passionate, loyal consumers on a monthly basis in a dialogue that entertains, informs, inspires and enriches their lives. The connections we have with our consumers are a powerful draw for our ad partners. Our scale and breadth of brands give us diverse audiences, deep insights and rich data - both offline and online - allowing us to create custom solutions that are highly targeted and contextually relevant, driving more efficiency and effectiveness for advertisers. It’s that intersection of content, context, data and scale that fuels our innovative suite of digital solutions.
Whether working directly with one of our brands, or buying programmatically across the Time Inc. digital network our advertisers benefit from the value audiences place on our quality, branded content.
What initiatives is Time Inc. looking forward to working with the IAB and its member companies on; and how do you motivate your colleagues to get involved?
Dan Realson, VP Digital Sales, Time Inc.
Time Inc. will continue to work with the IAB on initiatives to advance industry education on programmatic as well as other initiatives such as transparency, viewability and building a trustworthy supply chain. We are also eager to work with the IAB on establishing industry-wide standards for tablet, campaign measurement, and audience measurement for video, as well as the development of responsive, multi-platform ad units.
The key to motivation is in claiming Time Inc.’s leadership position in the media community, recognizing the IAB as an arbiter and megaphone for best practices, and underscoring our opportunity to have a voice in shaping the issues that are driving our industry today.
How have you leveraged thought leadership development at IAB over the past year and what was your take-away from the experience?
Patrick Landi, Executive Director Programmatic Sales, Time Inc.
I have been an active member of the Programmatic Council for publishers since last summer where I have participated in a number of initiatives to help create best practices around programmatic selling. Projects have ranged from creating guidelines for building out a programmatic sales team to developing content for a programmatic 101 webinar in which I participated as a speaker. I also helped curate content for the IAB’s recent professional development class entitled Advanced Programmatic for Direct Sellers, and I will be serving on the Digital Media Sales Certification (DMSC) exam committee later this year. Participating in this group and getting to know my peers on the council has been an invaluable resource that I have used to help develop Time Inc.’s own programmatic sales team and strategy. I’ve also incorporated the materials from the IAB webinars into my own programmatic training sessions across Time Inc. and continue to use the IAB as a resource as our programmatic organization continues to develop.
How did you participate as a learner at IAB over the past year and what was your take-away from the experience?
Nicole Waddell, Digital Client Services Manager, Time Inc.
We are well trained on Time Inc.’s ad solutions but we rarely get to take a deeper look into what the industry as a whole is doing, especially as it relates to our colleagues at other companies. The IAB Programmatic Webinar (specific for publishers) was a unique opportunity that allowed me to see how other media companies are looking at Programmatic, what approaches their organizations are taking, how they are adapting their business strategies, and how they deal with challenges that may arise. I was encouraged to learn from an outside perspective, that even as the industry continues to adapt and grow, Time Inc. is taking a unique approach and has a strong offering in the marketplace.
To find out more about Time Inc.’s digital advertising opportunities go to www.Timeinc.com
If you would like to nominate a future IAB Member for this series, please email: [email protected]
About the Author
Nicole Horsford is the Member Services Director at IAB.